A new, immersive experience using Samsung Gear VR with Controller powered by Oculus allows consumers to shop for beauty in an entirely new way

NYX Professional Makeup and Samsung Electronics America, Inc. today announced the launch of an innovative virtual reality makeup tutorial, merging the world of beauty and technology like never before through Samsung Gear VR. The partnership allows both brands to push the boundaries of shopping at the intersection of beauty and technology.

The “Impossibly NYX Professional Makeup” experience, created in collaboration with VR production agency Cubicle Ninjas, leverages several key technologies, including lightfield capture, to bring NYX Professional Makeup fans closer than ever to their brand ambassadors. The experience includes three visually stunning makeup tutorials lead by top beauty vloggers Kristen Leanne, Mykie (also known as “Glam & Gore”), and Karen Sarahi Gonzales. Consumers can use the Gear VR Controller to select products they would like to learn more information about, and at the end of the experience, users will receive a special offer to purchase the products featured in the tutorial at a special price.

“NYX Professional Makeup is a digitally-native brand with millions of followers across our global social media platforms,” said Mehdi Mehdi, VP of Digital at NYX Professional Makeup. “We aim to seamlessly incorporate digital into everything we do, and see virtual reality as the new frontier in the beauty industry. Our community is passionate about their connection to beauty influencers, and Samsung’s Gear VR technology provides our customers with a level of immersion and proximity to their favorite beauty vloggers that they’ve never experienced before. We are thrilled to continue to push the envelope using cutting-edge technology, and are ecstatic to partner with a best-in-class company like Samsung.”

Rachel Weiss, VP of Digital Innovation and Entrepreneurship at L’Oreal USA – the parent company of NYX Professional Makeup – was instrumental in helping shape the experience, as well as facilitating the partnership with Samsung. Weiss added, “The retail landscape is rapidly evolving, and we’re evolving with it. We have been reinventing the future of beauty services for years, and we see this partnership as the natural evolution to that. Through VR, we’re creating more dynamic, personalized experiences that add value for our customers in a new and personalized way.”

The “Impossibly NYX Professional Makeup” Gear VR experience will be available in select NYX Professional Makeup stores on December 18, 2017, followed by a nationwide rollout across

the brand’s 42 retail stores over the course of 2018.

“Technology is changing the way we live our lives: people and brands are experimenting and accomplishing things in ways we never thought possible, in part due to immersive, accessible technologies like Gear VR,” said Marc Mathieu, Chief Marketing Officer at Samsung Electronics America. “Together with L’Oréal and NYX Professional Makeup, we are transforming the beauty retail experience with virtual reality and reinventing how brands connect with their consumers.”

About NYX Professional Makeup:NYX Professional Makeup is a modern, digitally-native makeup brand on the forefront of today’s emerging beauty trends. A leader in the global color cosmetics industry, NYX Professional Makeup is an affordable professional makeup line with every shade, color and tool needed to create makeup artistry at every level.

About Samsung Electronics America, Inc.

Headquartered in Ridgefield Park, N.J., Samsung Electronics America, Inc. (SEA), is a recognized innovative leader in consumer electronics, mobile devices and enterprise solutions. A wholly owned subsidiary of Samsung Electronics Co., Ltd., SEA is pushing beyond the limits of today’s technology and providing consumers and organizations with a portfolio of groundbreaking products in appliances, home entertainment, Internet of Things, mobile computing, smartphones, virtual reality, wireless infrastructure and wearables, in addition to offering leading content and services related to mobile payments, 360-degree VR video, customer support and more. Samsung is a pioneering leader in smartphones and HDTVs in the U.S. and one of America’s fastest growing home appliance brands. To discover more about Samsung, please visitwww.samsung.com. For the latest Samsung news, please visit news.samsung.com/us and follow us @SamsungNewsUS.

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and memory, system LSI and LED solutions.